American Express: Basketball Deconstructed

Creative Directors: Marcelo Ramirez & Bharat Kumar
ACDs: Greg Weber, Mike Costa, Greg Tatum

We created an American Express experience at NBA All Star Weekend that deconstructed basketball and turned it into a multi-sensory experience fans loved. Filled with eye-catching, social-sharing-worthy spaces, it was a hit on the ground and around the web. It even earned a shout-out from Shaq himself.